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Age Embracing

by b-glowing BEAUTY

This is a place for women who have lived life—women with stories.

For risk-takers, rule-breakers, and those who believe beauty has no age limit. For women who refuse to be told what to wear and how to behave. For anyone not afraid to let themselves GLOW.

There are no rules here—only tips, tricks, and product picks to help you embrace your unique beauty. It’s all about finding what suits you, your personality and your sense of style. You’re the one deciding. We’re just here to help.

b-glowing BEAUTY founder Lisa King's Age Embracing story

Lisa’s journey

“I felt ignored by the beauty industry—like my wants, needs, and desires weren’t being addressed. I knew if I was frustrated by the limited makeup options for mature women, other women must be, too.” – Lisa, b-glowing founder. Read more about her journey, and the inspiration behind our Illuminate + Shine™ Palette

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Laura Dern getting ready with the Illuminate + Shine Palette

Actress Laura Dern is an outspoken advocate for women's empowerment, which is why we were overjoyed to see her wearing our Illuminate + Shine palette at the Met Gala. We’re still pinching ourselves over this one! Makeup by @gitabass.

"With age you get more comfortable in your skin and start to trust yourself more, and that's an amazing feeling." - Laura Dern

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b-glowing BEAUTY Illuminate + Shine Palette

What's inside?

Everything you need to create a complete look with ease: a brightening primer, a universally-flattering highlighter, and eight pigment-packed shadows that you can mix and match.

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how to choose a skin care device for mature skin

Compare Top Beauty Devices

The newest wave of at-home skincare tools for mature skin are handheld and high-tech. Beauty devices offer beautiful, younger looking skin in the palm of your hand. But with so many to choose from—how do you know which one is right for you? You’re in the right place! We’re breaking down NuFace, ZIIP, Tria, Foreo, and more.

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Makeup for mature skin, the creation of b-glowing BEAUTY

With love, from us to you

The Illuminate + Shine™ Palette is a labor of love, and a dream three years in the making. We’re perfectionists, and our in-house experts worked tirelessly to create a beautiful product that enhances, flatters, and illuminates mature skin. From the expertly-curated, complementary colors, to the innovative packaging, to the skincare-infused formulas, everything was designed with the greatest care and attention to detail. This is our gift to you.

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Smile Makers: Vibrators designed by women for women

Meet Smile Makers

Age Embracing Beauty includes tending to our wellbeing and adopting selfcare rituals that serve us as we age. An important aspect of this is our sexual wellbeing. Meet Smile Makers—a different brand of vibrators designed by women for women.

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Eyeshadow look for mature women


Silhouette is a shimmer-free, goes-with-everything neutral...and your new go-to shadow for everyday.

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Antique Gold eyeshadow for mature women b-glowing BEAUTY rococo swatch


“This gold is a total game-changer.” - Kylie Sallee, Makeup Artist.

Rococo is a gorgeous, antique gold that offers show-stopping shimmer without sinking into fine lines. Bonus! It looks amazing on ALL skin tones.

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Perfect look for women of color

Get the look: Rococo + Vintage

Date night? Girls’ night? Hitting up a party? Step into the spotlight with makeup that’s as dazzling as you are.

Created with the Illuminate + Shine palette™, this shimmery look is glam enough for special occasions, but understated enough for everyday wear. And because we believe women over 40 absolutely can (and should!) wear shimmer, this look works for women of ALL ages. It's your time to shine!

Pro tip:
For extra intensity and shimmer, apply wet.

Apply your shadow with a brush, then gently press it further into skin with your fingertips. The warmth will melt the shadow into your skin for an ultra-seamless look.

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Claire Danes lit up the red carpet with the Illuminate + Shine Palette

Claire Danes lit up the red carpet at the premiere of her film A Kid Like Jake, thanks to a little help from our Illuminate + Shine Palette! Makeup by @brigittemakeup.

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Purple eye makeup look for women over 35

Get the look: Baroque + Halcyon

Let purple reign by blending Baroque (deep, metallic plum) with Halcyon (silvery lilac).

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As we age, our skin changes. Dryness, dullness, uneven skin tone, and fine lines can be harder to care for. Luckily, we’ve selected our top five moisturizers from beloved beauty brands to hydrate skin and combat signs of aging—so skin looks supple and radiant day after day.

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Great special occasions look for women over 60. Perfect for date nights, girls' nights, parties.

Made to flatter

As we age, our skin changes. That’s just a fact of life. But the idea that we can’t pull off a dramatic eye look post-40? That’s pure fiction. It all comes down to finding the right techniques and products for a fresh, cake-free look—which is where the Illuminate + Shine™ Palette comes in. Made with mature skin in mind, Our Age Embracing™ formulas deliver vibrant, flawless color without creasing, cracking, or highlighting crepey-ness. Plus, they're all infused with MicroVector Plump GABA-HYA—a moisture-rich blend of collagen, hyaluronic acid, and other ingredients to help plump, hydrate and smooth the skin.

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prismatic pink eyeshadow for mature skin b-glowing beauty Ella swatch


Equal parts sophisticated and sassy, this prismatic pink shadow is sweet as the girl it's named for—Lisa’s daughter, Ella!

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Rococo is the perfect antique gold eyeshadow for dark skin

Get the look: Vintage + Rococo

Gold and brown go beautifully together, and make for an easy-yet-impactful eye look. Here, we mixed Vintage and Rococo for a sultry smoky eye that looks stunning on all skin tones.

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b-glowing beauty Cream Base swatch under eye makeup and concealer for mature skin

Brighten + Perfect Cream Base

Our cream base makes smudged shadow and fallout a thing of the past, creating a smooth canvas for makeup to adhere to. It also reduces the look of fine lines and pores, and doubles as a redness-reducing concealer for fair to medium tone women.

Plus, our innovative packaging with closable door keeps your highlighter and base clean and pristine.

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Behind the scenes creation of b-glowing BEAUTY packaging

Innovative, reusable packaging

We know, we know…it's what's on the inside that counts, but pretty packaging doesn’t hurt. We wanted our palettes to feel luxurious on every level—from the velvety formulas, to the innovative design, to the sleek, mirrored case. Our gorgeous, zippered clutch eliminates mess, keeping your eyeshadows safe and secure while you travel. The best part? The zippered clutch is completely reusable. Just pop out the pan when you’re done, and you're left with gorgeous, functional keepsake.

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Enhance + Glow Palette

Our latest Age Embracing™ product has arrived.

Enhance + Glow has everything you loved about the Illuminate + Shine Palette (pigment-packed shadows that won’t crease or settle into fine lines, multitasking formulas, and out-of-this-world packaging), with the addition of seven new shades and finishes. Plus, it offers even more options for depth, dimension, and texture, giving you endless possibilities to showcase your creativity.

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Oribe’s Silverati collection for mature hair

Grey Pride

There’s nothing more chic or sophisticated than embracing grey and white hair as we age. Keep your grey + white tresses looking healthy and shiny with Oribe’s Silverati collection. These specially formulated products instantly brighten hair eliminating dullness and yellow tones for vibrant, silky-soft tresses you’ll love to show off day after day.


Perfect look for mature women, Jamie Lee Curtis-approved!

The Illuminate + Shine Palette is Jamie Lee Curtis-approved!

No big deal or anything, but the legendary Jamie Lee Curtis recently rocked our Illuminate + Shine Palette ™ on set! We can’t think of anyone who embodies the spirit of Age Embracing™ beauty better than her, either. Like us, Jamie is disappointed that society uses the term “anti” to talk about aging. She’s refreshingly real when it comes to issues like ageism, and she shares our passion for challenging outdated ideas about what makes a woman beautiful. Jamie is breaking rules, and proving that beauty is not a number. Makeup by Camille Clark @camillemarieclark.

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IT Cosmetics Confidence in a Cream Rosy Tone Moisturizer

IT Cosmetics Confidence in a Cream Rosy Tone Moisturizer

Mature skin can require an extra boost from time to time. Luckily, this rosy tone moisturizer provides an intense dose of hydration, nourishment, and radiance. The velvety moisturizer absorbs instantly reviving skin with cell-renewing ingredients. The best part? The rosy tone creates a healthy, youthful glow.

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Debra Messing wore our Illuminate + Shine palette on the red carpet!

We’re not gonna lie—the Will & Grace fan inside us did cartwheels when Debra Messing wore our Illuminate + Shine palette on the red carpet! This smoldering look was created by makeup artist @gitabass.

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How to use highlighter for mature skin

Let yourself GLOW

We may have abandoned the beauty trends of decades past (teased bangs, frosted lipstick... how did we ever think you were chic?) but we’ll never NOT want luminous, lit-from-within skin. We believe you should let yourself glow at every age, which is why we’ve included a radiance-boosting highlighter in the Illuminate + Shine™ Palette. The long-lasting cream has just the right amount of shimmer without being sparkly, blending like a dream to give your complexion a natural-looking glow that never cakes or creases. Swipe on cheekbones, browbones, cupid bow's and the inner corners of the eyes to add a gorgeous light to skin.

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Clean, toxic-free makeup for women over 40

My promise to you

"As a breast cancer survivor, I’m passionate about keeping your beauty routine clean and free from harmful toxins. All b-glowing BEAUTY™ products meet EWG Skin Deep’s standards for safety, and are free from ingredients that may cause developmental/reproductive toxicity and cancer.” - Lisa, b-glowing founder.

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Easy makeup look for mature women

Easy everyday

To create a chic eyeshadow look that's as simple as it is beautiful, sweep Ethereal across the entire lid, from lashline to brow bone. Next, apply a darker shade like Silhouette against where the bone hits the crease.

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